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NSYSU

1. Tsai, Min-Shu. A Study of Competitive Advantages in Korean Cosmetics: The Effect on Consumersâ Consumption Preferences and Brand Switching Behavior in Taiwan.

Degree: Master, Master of Business Administration Program in International Business, 2017, NSYSU

This paper aims to probe advanced competitiveness of Korea cosmetic products and collect the data with a customized online survey to understand the coefficient and relationships between the considered competitive advantages and its relative impacts on consumersâ consumption preferences in Taiwan. In addition, this study is further designed to sort out the key factors of affecting consumersâ brand switching behavior in Taiwan. By examining the underlying coefficient model of the triggers and consumption transit intentions, it indicates how the triggers facilitate the transition behavior correspondingly. 402 completed questionnaires are returned and then are analyzed by using logistic regression analysis. The results of the study confirm that the advanced quality performance, the application of information channels, the capacity of innovation, and the impact of the impact of Korean Wave can positively affect consumersâ consumption preferences towards Korean cosmetic brands and the triggers which include the gender difference, the peer influence, the cohort effect and the free sample promotion can effectively enhance the intentions of performing brand switching behavior among Taiwanese consumers. Moreover, by applying focus group interviews, it also points out the causal mechanisms and the impact of gender and regional differences in consumersâ consumption behavior towards Korean cosmetic products in Taiwan. Finally, it lays out the relative importance of independent variables to overview the influence of consumption values on Taiwanese consumersâ consumption behavior. Advisors/Committee Members: Yang Yu-Chen (chair), Linda Chen (chair), Rou-lan Chen (committee member).

Subjects/Keywords: logistic regression; Korean cosmetic; consumption preferences; brand switching; advanced competitiveness; Taiwan; consumption values

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Tsai, M. (2017). A Study of Competitive Advantages in Korean Cosmetics: The Effect on Consumersâ Consumption Preferences and Brand Switching Behavior in Taiwan. (Thesis). NSYSU. Retrieved from http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0604117-174114

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16th Edition):

Tsai, Min-Shu. “A Study of Competitive Advantages in Korean Cosmetics: The Effect on Consumersâ Consumption Preferences and Brand Switching Behavior in Taiwan.” 2017. Thesis, NSYSU. Accessed July 22, 2017. http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0604117-174114.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7th Edition):

Tsai, Min-Shu. “A Study of Competitive Advantages in Korean Cosmetics: The Effect on Consumersâ Consumption Preferences and Brand Switching Behavior in Taiwan.” 2017. Web. 22 Jul 2017.

Vancouver:

Tsai M. A Study of Competitive Advantages in Korean Cosmetics: The Effect on Consumersâ Consumption Preferences and Brand Switching Behavior in Taiwan. [Internet] [Thesis]. NSYSU; 2017. [cited 2017 Jul 22]. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0604117-174114.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Tsai M. A Study of Competitive Advantages in Korean Cosmetics: The Effect on Consumersâ Consumption Preferences and Brand Switching Behavior in Taiwan. [Thesis]. NSYSU; 2017. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0604117-174114

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

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